MC2 has been appointed to handle the launch of Manchester’s most glamorous new boutique hotel, Velvet Hotel on Canal Street.

The plush 22-bedroom hotel is the ultimate in opulence, with gilt decorations adorning every room and a lavish penthouse suite with rooftop garden to cater for the most demanding of celebrity guests.

MC2’s integrated campaign will bring together website design, advertising, marketing and PR to help make Velvet the must-visit hotel in Manchester city centre and establish a brand identity that reflects its luxurious character.

Velvet Hotel will take over the building that formerly housed Communique PR, having been sold by founder Paul Carroll to new proprietor, Mark Hayes.

Glenn Jones, head of studio at MC2, said: “We’ll be adopting a strategic and integrated approach to achieve the results Velvet deserves. There is nowhere else like it in Manchester, and it’s going to be an exciting challenge to forge a brand identity that really shows what the hotel’s ethos is all about.”

Hayes added: “I was struck by the energy and dynamism of the team at MC2, and I expect this passion to really drive the strategy forward. Having all strands of the marketing mix in one place will be central in creating a strong and consistent message and targeting the right people for Velvet.”